Metaphorical Models Research Articles

SPATIAL OPPOSITIONS IN THE POLITICAL ARENA OF GREAT BRITAIN

This article is a part of a complex comparative study of orientation metaphors in British political discourse in the early 20th and 21st centuries. The study has been carried out on the basis of official political speeches. The article is based on discrete analysis of spatial metaphors within the periods of 1905-1920 and 2010-2020. These time periods were chosen in order to analyze two ideologically different centuries of political power in Great Britain: the beginning of the 20th century is characterized by the rule of the Liberal party, the beginning of the 21st century is associated with the rule of the Conservative party. The urgency of the article stems from the use of comparative metaphorology as an actively developing area of modern linguistics, the purpose of which is studying mental concepts of the people through the prism of language resources. The purpose of this work is to find out similarities and differences in the use of orientation metaphors by politicians of radically different conservative and liberal ideologies within one - hundred year period. Since the concepts of orientation metaphors are archetypical, because they are based on spatial orientation of people in this world, they represent a good basis for a study of human mind. Proceeding from the semantic differences of their usage in the political contexts of different periods of time, it is possible to make a conclusion about the national worldview, which, in its turn, may allow the researcher to understand how people’s way of thinking changes in the course of a century. The following methods were used to conduct a comparative study and to identify temporal transformations in this article: diachronic analysis, component analysis, linguistic description, continuous sampling, metaphorical modeling, and cognitive - discursive method. The article demonstrates the confrontation and correlation of the meanings of archetypical and variable metaphorical models and analyzes the ideological differentiation of the usage of orientation metaphors. This work might be of interest to Russian and foreign specialists in the field of political metaphorology, cognitive linguists, politology and history.

ФРАЗЕОЛОГИЧЕСКИЕ ЕДИНИЦЫ АНГЛИЙСКОГО ЯЗЫКА КАК РЕЗУЛЬТАТ ВТОРИЧНОЙ ИНТЕРПРЕТАЦИИ ЗНАНИЙ О СОЦИАЛЬНЫХ ОТНОШЕНИЯХ

The article deals with phraseological units (hereinafter - PU) of the English language containing somatisms, names of food, clothes and furniture, transmitting information about social relations. It is noted that PU are the result of secondary interpretation of knowledge, which leads to the cognitive models of their semantics formation being considered. The main research method is cognitive modeling. The authors reveal that in the course of secondary understanding of information about social relations, metaphorical, metonymic and metaphtonymic cognitive models can be involved. The research shows that when forming the semantics of PU transmitting information about social relations, the metaphorical model SOCIAL - PHYSICAL, MENTAL - PHYSICAL, as well as the models HUMAN BEING - ANIMAL (insect), HUMAN BEING (head) - CONTAINER can be used in the process of secondary interpretation. Metaphorical projection can be based on the following main characteristics: feature and action. The metonymic models involved are PART1 (product) - PART2 (producer), PART (specific manifestation) - WHOLE (phenomenon), PART1 (workplace) - PART2 (position associated with the workplace), PART1 (body part) - PART2 (external manifestation of an emotion), PART2 (cause) - PART1 (effect). The interaction of the EMOTIONAL - PHYSICAL metaphorical model and the PART1 (organ) - PART2 (functional significance) metonymic model was revealed in the metaphtonymic understanding of information about social relations.

Markers of Ore Deposits in the Toponymy of the Russian North and the Central Urals

Interest in geographical names based on names of ores (железо ‘iron’, медь ‘copper’) and their generic designation (руда ‘ore’) is due to the fact that ore deposits are linked to a specific area and at the same time have a high value for the national economy, therefore, it is logical to expect their reflection in toponymy. The research material is a set of geographical names formed from the words железо, медь, руда and their derivatives recorded in the Russian North (Arkhangelsk and Vologda Regions) and in the Urals (Perm and Sverdlovsk Regions) during the work of the Toponymic Expedition of Ural University between the 1960s and 2010s. Taking into account the type of objects denominated, their areal distribution, and accompanying contexts, the author determines the motivation for such names. Additionally, the article examines alternative toponymic markers (ржавец ‘viscous, swampy place, swamp covered with a reddish-brown coating, film (due to ironstone it contains)’, домница ‘blacksmith forge’), which could indicate the mining and production of iron. Moreover, the article examines data from the substrate toponymy of the Russian North with the same meaning (Ровдозеро, cf. Veps. roud ‘iron’; Розмега, cf. Veps. rozḿe ‘rust (on water)’). In the Russian North, железный is used to denote objects that are mostly water bodies — rivers, streams, swamps, and lakes, most of which are located in old iron-producing areas. Some of the names (for example, the metaphorical model Железные Ворота ‘Iron Gate’) are not related to iron ore deposits. Geographical names derived from the words руда, рудный и рудник are “synonymous” to toponyms referring to iron: water bodies also predominate among them, and most explanatory contexts associate them with the extraction of ore or the corresponding colour of water. The areas of toponyms formed from the words железо ‘iron’, ржавец ‘rusty’ and рудный (рудник) ‘mine’ in the Russian North overlap with and correspond to the territory of the main areas of the peasant iron industry. There are significantly fewer toponyms associated with copper mining in the Russian North: perhaps because there were practically no copper deposits. Most of the objects are fields and mows and the context does not allow the author to say which part of their names is associated with copper mining and which has a metaphorical meaning. In the Urals, ore toponymy is significantly less abundant than that of the Russian North: this applies to both железо and медь toponyms, and names derived from the words рудный and рудник. The only toponymic model that is massively represented in the Ural material is names derived from the word ржавец. Ore toponymy in the Russian North is more diverse and widespread than that of the Urals, which is probably due to the fact that the peasant iron industry in the Russian North was more widespread and lasted longer, while the Urals switched to factory production earlier.

The concept HOUSE in Penelope Lively’s The House in Norham Gardens

In this paper, the verbalization of one of the key concepts in the English sphere of concepts, HOUSE, in P. Lively’s novel The House in Norham Gardens is analysed. The research is based on a three-layer model of a concept developed by V.I.Karasik, as well as the method of linguo-conceptual analysis which involves the following steps: 1) definition and etymological analysis of the lexeme house; 2) analysis of the lexical and phraseological units representing the concept in the language, 3) contextual analysis of the corpus of contexts in which the lexeme house is used. The traditional, “cultural”, verbalization of the HOUSE is compared with the author’s individual one, which is derived through a similar analysis of the author’s contexts. In the novel, a certain extension in the meaning of the core components is traced — the concept HOUSE acquires the basic features of the concept HOME.The method of linguo-conceptual analysis allows us to reveal the variety of images connected with the idea of the house. The metaphorical models “the house is a museum”, “the house is life”, “the house is a dinosaur/monster” employed by the author add to the conceptualization of the house as a major value of English culture. This concept is based on the archaic understanding of the house as “one’s own”, internal, mastered space, which confronts the strange, external space of chaos. The analysis allows us to assume that the procedure of the linguo-conceptual analysis of the individual author’s concepts opens up prospects for further study of the individual author’s concepts in modern English literature, followed by a comparative study in the intercultural dimension.

Метафорические модели, вербализуемые в англоязычном профессиональном рекламном дискурсе: антропоморфная метафорическая модель

Статья посвящена изучению англоязычного профессионального рекламного дискурса с акцентом на употребление в нем антропоморфной метафорической модели Designer Product is Living Being, основанной на ассоциативной связи двух элементов и распадающейся далее на более частные метафорические трансформации. Материалом исследования служат англоязычные рекламные тексты, опубликованные в журнале The Art of Design, тематически относящиеся к области дизайна и архитектуры. По мнению автора, в структуре метафоры наличествуют метафорическое ядро и метафорическая периферия, актуализирующие основную и дополнительную смысловую метафорическую нагрузку соответственно. Опираясь на результаты эмпирического анализа языкового материала, автор выделяет антропоморфную метафорическую модель Designer Product is Living Being, реализующую на семантическом уровне перенос, сводящийся к тому, что тот или иной дизайнерский продукт наделяется характеристиками, качествами, присущими, как правило, человеку. В работе представлены статистические данные, определяющие частотность применения антропоморфной метафоры в пределах анализируемой выборки англоязычных рекламных текстов.

On The Cognitive Function Of Conceptual Metaphor:, A Discourse Analytic Study Of Obama’s Speech On ISIL

Politics is a struggle for power. Political discourse is an important field of discourse analysis which includes different political forums such as debates and speeches. Politicians usually exploit certain strategies to convey their messages so as to persuade people with certain perspectives. They use language as a powerful tool that can be manipulated to control people’s mind, to gain the consent for their decisions and then to achieve their goals. Actually, language may affect people’s thoughts, beliefs, perspectives and attitudes. In this study, American President Barack Obama’s speech on fighting ISIL has been analyzed. The aim of this paper is to reveal the role of language and to scrutinize the persuasive strategies and ideological components of Obama through using rhetorical devices especially metaphor to justify his decision of fighting ISIL. The present study is based on using Kovecses’ Model of Conceptual Metaphor in the analysis and interpretation of Obama’s speech concerning his request to congress for giving authorization of fighting ISIL. The study of the cognitive function of metaphor is very important in comprehending such a political discourse. Moreover, it is influential in analyzing and interpreting Obama’s speeches concerning ISIL in many perspectives such as reflecting his policy and strategy in tackling, defying and destroying this terrorist group to disguise his hidden agenda and to gain the consent of public and American council opinions.

Strategies of English-Ukrainian and English-Arabic translations of fear metaphors: cognitive analysis

This article reports results of a cognitive translation analysis of English-Ukrainian and English-Arabic translations of FEAR conceptual metaphors instantiated in linguistic expressions. The data includes 100 instantiations of FEAR conceptual metaphors, found in Steven King’s novels “Carrie”, “Lisey′s story”, “Petsematary” and their Ukrainian and Arabic translations. The research presupposed constructing conceptual models of FEAR metaphors used in the source and target texts and revealing cases of retention, substitution, omission and introduction of metaphors in the target texts. It also included finding correlations between similarity/difference of conceptual models and strategies of translating metaphors; establishing quantitative characteristics of the cognitive operations of retention, substitution, omission and introduction of metaphors in English-Ukrainian and English-Arabic translations. The results of the analysis show that the retention cognitive operation takes place in cases of similarity of conceptual metaphoric models in the source and target text linguacultures, which results in isomorphism of grammatical structures. The strategy that is chosen to translate such structures is neutral as to domestication or foreignization. Cognitive operations of substitution, omission and introduction of conceptual metaphors take place in cases of linguacultural differences, which creates translation problems. To solve such problems translators resort to domestication strategy. The results of the quantitative analysis reveal that contrary to English-Ukrainian translations where source metaphors are mostly retained, in English-Arabic translations they are mostly substituted. A relatively high percentage of retention is explained by the universality of the EMOTION IS THE INTERIOR OF A CONTAINER-EXPERIENCER conceptual model.

Лингвополитическая персонология (метафорический ракурс исследования)

The article was accomplished at the intersection of such relevant areas of modern linguistics as political linguistics, linguistic personology and linguistic metaphorology. The purpose of the article is to provide an overview of the work of foreign and domestic linguists for 2009-2019, devoted to the analysis of metaphorical models in the idiolics of politicians, to identify the main trends in research of this kind. The analysis showed that linguistic-personal research on metaphorics in political communication is carried out in a cognitive, pragmatic, stylistic, rhetorical, semiotic, psycholinguistic perspectives. It was revealed that according to the criterion “object of analysis” they can be characterized in territorial, status, ideological, gender, chronological, temporal and comparative aspects. The analytical review presented in the article demonstrates that there is a research asymmetry in modern linguistic-political personology: the work on federal politicians predominates over the work on regional politicians, the work on representatives of the political elite over the work on political opposition, the work on male politicians over the work on politicians - women, work on existing politicians - on work on the great politicians of the past. The authors believe that due to the indicated asymmetry in the objects of research, the task of linguopolitical personology should be to fill in the existing gaps.

МЕТАФОРИЧЕСКОЕ ПРЕДСТАВЛЕНИЕ КРИЗИСА ИДЕНТИЧНОСТИ В НЕМЕЦКОМ ОБЩЕСТВЕННОМ ДИСКУРСЕ, ПОСВЯЩЕННОМ ПОСТСОВЕТСКИМ МИГРАНТАМ В ГЕРМАНИИ

The article concerns the ways of metaphoric representation of the identity crisis in German social discourse on post-Soviet migrants in Germany. In the contemporary West European society, the growth of migration processes and socio-cultural transformations makes the notion of migrants’ identity crisis highly relevant. The problem has acquired particular topicality in Germany during the recent years in terms of the prospects and challenges to successful integration of representatives of different migration streams. This article analyzes cognitive metaphors of the identity crisis among post-Soviet migrants. It studies in detail the historical and legislative preconditions that have led to the formation of this migrant community, as well as the specific features characterizing the development of this crises and how it is experienced within the community. The conclusion is made that the language follow-through and reflection on the migration processes are inevitably accompanied by the emergence and actualization of spatial metaphoric models connected with spatial boundaries and the location and movement of migration subjects within those boundaries. A metaphor is viewed in the framework of cognitive metaphor theory as a universal cognitive mechanism and an integral part of human conceptual and verbal systems involved in the perception and categorization activity. In the process of their unfolding, basic spatial metaphors acquire a well-developed network of corresponding secondary metaphoric nominations. The functioning of participial constructions has a special meaning in the composition of basic spatial metaphors: they emphasize the processual character of migration, the dynamics of migrants’ relocation and the manifestations of the identity crisis in the context of heterogeneous migration society.

Сопоставительный анализ метафорического образа коронавируса в СМИ КНР и Республики Корея

This article aims to compare the metaphorical representation of coronavirus in the Chinese and South Korean media. The theoretical basis of the research is Discursive Theory of Metaphor, which regards metaphor as an integral part of the discourse, as a cognitive frame that has functioned within the discourse over time. Critical Metaphor Analysis methodology (by Charteris-Black) is used to analyze metaphors. 750 headings and leads of coronavirus news reports in Chinese and 2000 headings and leads in Korean were used as the research material. The study found that the metaphorical models of the virus in Chinese and Korean media are practically similar: VIRUS is an ENEMY / OPPONENT; NATURAL DISASTER / PHENOMENA; LIVING BEING; REASON FOR FEAR. At the same time there are significant differences in quantitative distribution of metaphors and in metaphorical implications. By studying news reports, we can trace the models of public opinion formation in the framework of two distinct political systems.

Introduction of Synesthetic Metaphors in English-Ukrainian Translations of Fiction

Along with the cognitive operations of reconstruction, elimination and substitution of synesthetic metaphors, translational decisions are also based on the cognitive operation of introduction of synesthetic metaphor, which does not exist in the original. The aim of the article is to reveal and describe the cases of introduction of synesthetic metaphors, absent in the original, in the Ukrainian translations of the English text. Synesthetic metaphors are named so, because of the similarity with the phenomenon of synesthesia, which is studied in psychology as the deep interaction of sense organs, in which these organs are "working" together creating a new type of sensibility, named synesthesia. Special feature of such metaphors implies the fact that in contrast to the conceptual metaphors, in which basic domains are the background for the interpretation of the abstract domains, in synesthetic metaphors both source domain/concept and target domain/concept are basic ones, embedded directly into the bodily sensations. Understanding domain we follow R. Langacker, as a concept or conceptual complex of any degree complexity, containing background information, and helping to understand the meaning of the language unit, actualized in the discourse; in other words domains are the background knowledge (basis) for the distinguishing (profiling) of concepts. Domains are distinguished into basic and abstract. Conceptual metaphor we interpred following G. Lakoff, M. Johnsons and Z. Kovecses as the result of the cognitive operation of mapping or projecting, in which abstract conceptual structure (target domain/concept) is identified in terms of concrete (embedded in our bodily experience) mental structure (source domain/concept). Application of methodological tools of conceptual metaphor theory made it possible to reveal synesthetic metaphors, introduced in the translation, based on the following cognitive models: VISION is TOUCH (SENSATION of SHARP SURFACE), HEARING is TOUCH ( SENSATION of DRY/HOT/SOFT SURFACE). Application of operation of introduction of synesthetic metaphor model helps to reveal in translation communicative sense implied by the author of the original.

Метафора в науково-популярному медіадискурсі (на матеріалі ресурсів National Geographic)

The article deals with the analysis of conceptual metaphors in media discourse on the basis of English popular science texts. The material for the research includes texts from National Geographic resources (2016–2020), namely, from the National Geographic Magazine and Nat Geo Wild TV channel covering articles on history, environment, natural science, animal life and geography. The aim of the survey is to define the types of conceptual metaphors (after A. Chudinov) and to determine the dominant tendencies of their functioning. To achieve the aim, we used the conceptual analysis when determining conceptual models and their classification according to the types. Despite a somewhat indeterminate status of the popular science genre and its place in the structure of media or scientific discourse, scholars agree that such texts are characterized by a simplified presentation of scientific notions that should be easily understood by the audience which does not have the respective scientific background, as well as by the use of stylistic devices to make the text more expressive. In the survey, we have defined that all four types of metaphorical models are used in popular science media texts: anthropomorphous, nature-morphous, sociomorphous and artefact metaphors. Sociomorphous and artefact metaphors have been used most widely. By using sociomorphous metaphors, the authors of popular science texts compare natural phenomena with social relations between people. Namely, the behavior of animals or the functioning of plants is compared with military, sports or professional activity of people. The most prominent type was that of the artefact metaphors. By using such metaphors, authors draw parallels between how the animal world operates or how natural phenomena happen, and how more familiar artificial objects function. The most dominant in this group was the metaphor with the source domain “machine”, which is mapped on such spheres as “natural phenomenon”, “member of the animal world” etc. In addition to this source domain, artefact metaphors also included such concepts as clothes, building, food products. A relatively insignificant number of anthropomorphous and nature-morphous metaphors could be explained by the fact that in order to conceptualize natural phenomena, authors tend to use domains from noncontiguous spheres. The results of the article contribute to better understanding of how popular science texts function. Further research in this direction could be done in the examination of other lingual cognitive features of such texts, namely in researching how conceptual metonymies function here, as well as survey of other stylistically expressive means in these texts.

КОГНИТИВНОЕ ИССЛЕДОВАНИЕ МУЗЫКАЛЬНЫХ МЕТАФОР В ПОЭМЕ У. УИТМЕНА "ПЕСНЯ О СЕБЕ"

The author considers the primary and secondary musical metaphors in the poem “Song of Myself” by W. Whitman. The article classifies distinguished metaphorical models according to the frame-slot analysis technique. As a result of the study, the author concludes that the main and secondary metaphors are closely connected, revealing the cognitive processes related to the basic concept of this poetic work.

METAPHOR AS AN IMPORTANT ELEMENT OF COGNITION

The article deals with the metaphor as a speech and language phenomenon and as an important element of cognition. The authors stress the significant role of the metaphor in verbal communication. Having analyzed a sample of English and Russian fiction texts, they make a conclusion that metaphorical elements constitute an important tool for understanding reality. Metaphorical models make it possible to highlight or dim different aspects of a conceptualized object; the metaphor is complex and multifaceted, it helps reveal not only universal but also national aspects of the scientific discourse fixing both conscious and subconscious way of thinking of the scientist. The need to use a metaphor arises when the speaker has no other means to give information about the surrounding world; metaphorical units are used in speech to express abstract ideas through “conceivable”, i.e. more concrete concepts in a clearer and more comprehensible way. The authors specially focus on the examples of metaphorical usage of the word “glaza” [eyes] and make a conclusion about different metaphorical implications of the forms “glaz” and “glaza” [eye and eyes]. The study emphasizes the diversity of functions performed by the metaphor: it is often used for emotional intervention; the aim of the metaphor is not simply to name an object or phenomenon but to provide its expressive characteristics. The article concludes that the metaphor is both an associative mechanism and an object of speech interpretation and comprehension.

Особенности агитационно-пропагандистских документов национальных общественно-политических объединений Татарстана. По материалам Государственного архива Республики Татарстан 1988–1996 гг.

The object of the research is 1988–1996 propaganda documents of the all-Tatar public center, Committee "Sovereignty,” and Tatar party of national independence “Ittifak” stored in the State Archive of the Republic of Tatarstan. The subject of the research is the texts’ intentional structure, peculiarities of categorical apparatus, system of images, metaphors and other linguistic means and ways of constructing historical memory in order to influence the political consciousness of the electorate. The authors use methods of content and intent analysis. The predominance of verbs in most texts allows the authors to study the structure of intentional blocks of documents regarding the categories of “we,” “they,” “third party,” and “situation” (in temporal categories of past, present, and future). Interpretation of the intent analysis results is confirmed by the results of content analysis of the documents sample. The quantitative ratio of descriptors reveals the key designations of the categories “we” – “they.” There is a predominance of political metaphorical models of “way,” “confrontation,” “family.” The study of evaluative judgments on the future “way” of the Republic enables to reveal a shift in using methods of argumentation from statements of “fair federalism,” “union status” in the memoranda and open letters of 1989 to “sovereign state” in 1990–1996. National associations broadcast historical traumas by using metaphors for struggling with “second-class status” of the Republic within the USSR, historical continuity of statehood of Tatarstan, Volga Bulgaria, Golden Horde, Kazan khanate, need to revive the Tatar statehood. The use of non-preferential descriptors serve the intention of shifting “historical responsibility” for the loss of statehood to the federal center (as successor of the Russian Empire) and of justifying the policy of sovereignty of Tatarstan.

Donald Trump’s immigration speech: How metaphors function to convey messages

ABSTRACT This study analyzes the immigration speech delivered by Donald J.Trump during his 2016 presidential election campaign in Arizona. Using the tenor-vehicle model of metaphor, the study identifies an unconventional metaphorical function in the speech. While a more traditional pattern of metaphorical language is absent in his speech, the function of his phrases, analyzed in this study, conforms to the usual form of the language of metaphors. Though metaphors are generally nouns or pronouns in the tenor-vehicle model, Trump’s metaphors are expressed in verbs or verb phrases. The findings extend the tenor-vehicle model beyond its traditional pattern of metaphorical function. The findings also call for further study to look into Trump’s other speeches aiming to understand the unconventional way of metaphorical function from broader perspectives.

Basic Models of Conceptual Metaphors in Business Media Discourse (Based on Money Related Metaphors)

Basic Models of Conceptual Metaphors in Business Media Discourse (Based on Money Related Metaphors)

Constructing the Ideal Future in Foreign Military Media Discourses of The World War II Period

The major objective of the paper is to establish functions of modeling the ideal future in the British, American and French military media discourses of World War II period. The authors argue that military media discourse is a hybrid type that combines the components of military, political, military-political, and media discourses whose concentration and interpenetration can vary greatly. The military media discourse is a mode of organizing knowledge, ideas, or experience of war that are rooted in the media and influenced by historical, geopolitical, social, and cultural context. The approach taken in this study is a mixed methodology of linguistic political prognostics that integrates fundamentals of philosophy, future studies, cognitive linguistics, and political linguistics. The samples from the digitized archives of the UK, the USA, and France (24 695 samples) are investigated through a number of methods: corpus, descriptive, cognitive and discourse analyses, cultural, metaphorical modeling, and comparative analyses. Being a basic value of military media discourse, the ideal future is determined by its nature: the idea of a better world inherent in human nature is intensified in transformative moments, war being one of them; representing the present, the media model both the past and the future. The ideal future integrates the key features of utopia and prognosis differing from them in certain specific characteristics. Its basic functions are prognostic, constructive, modeling, critical, provocative, and visualizing ones that complement one another in con-structing an ideal projection of the postwar world and the future of the USSR as a geopolitical ally of Great Britain, the USA, and France.

DYNAMICS OF METAPHORICAL VERBALIZATION IMAGE OF KANZLERIN ANGELA MERKEL

The paper presents the results of modeling the multilayer structure of the image of Kanzlerin Angela Merkel , the core of which is the metaphorical layer of the political concept. The relevance of the study is due to the growing role of political communication in society and the lack of study of its image aspect. policy in terms of the objectives of the communication of power, the relationship of language and culture, emotion and cognition, the reflection in the language of the value picture of the world of the speakers of the German language. The article is carried out in the framework of cultural anthropology, linguocognitology, political linguistics and discoursology. As methodological basis of the study the following methods and approaches are used: the method of continuous sampling, the classification method, the method of cognitive modeling, the cognitive-interpretative method, the conceptual analysis, the method of statistical data processing. The analysis is based on the articles from the German information and political journals Der Spiegel and Focus for the period of 2005-2017. In the study, based on 8180 text fragments, metaphorical models and their subtypes are described, cognitive features and dominants of each period of the Chancellery A. Merkel are revealed.

ФОРМУВАННЯ РИТОРИЧНОЇ КУЛЬТУРИ УЧНЯ ПОЧАТКОВОЇ ШКОЛИ ЗАСОБАМИ ПАРЕМІОЛОГІЇ: КОНЦЕПТУАЛЬНИЙ АСПЕКТ

The article deals with paremias as a means of forming the rhetorical culture of primary school pupils. A large group of proverbs and sayings has been found to contain guidelines for the rules of communication that our people have produced over the centuries. First of all, national folklore condemns; excessive talkativeness; false and cruel words. Instead, it appreciates prudent true language.The paremological fund actualizes contextual antonyms such as conversation – reason, conversation – act, conversation – truth. Universal ethical opposition good – evil is also reflected in the paremias concerning the rules of communication. The good word inspires, supports, warms the soul, and the evil word destroys and degrades.An important conceptual guideline in paremies is “silence is often better than speaking”. These paremies give a direct indication of the behavior of the communication, but also to a certain extent stimulate the comprehension of what is heard, of the experience, and not of empty talk.Separately distinguish the often actualized negative model word - not gender, which seeks to eliminate the identity of the word and something frivolous, irrelevant.The lexical-semantic groups “arms”, “musical instrument”, “bird”, “food”, “textilе, embroidery technique”, “treasure, money” are the donor zones for the metaphorization of the word. Such metaphorical models convey the word’s ability to hurt like a weapon; its elusiveness, like that of a bird; properties sound beautifully borrowed from musical instruments; fat and sweetness inherent in food; beauty and fluidity of embroidery and value for money.Different types of work with paremias will not only promote speech development, but will also familiarize students with the rules of rhetorical communication, enhance their communicative culture.